Have an idea for a startup but not sure where to begin? This presentation will provide guidance about how to turn that idea into a viable business. Learn a step-by-step methodology that will help you get beyond the idea phase and on the path to a successful startup venture.
Role of social media marketing in digital marketing.pdf
Ā
NYU Startup School_Getting To Product-Market Fit Part I
1. @NYUEntrepreneur
Startup School:
Getting to Product-
Market Fit - Part I
Lindsey Gray
Senior Director, NYU Entrepreneurial Institute
Adjunct Faculty, Tandon School of Engineering
Instructor, NSF Innovation Corps (I-Corps)
September 20, 2016
9. @NYUEntrepreneur
(At least) Three Parts to
Building a Successful Startup
1.āÆ Advancing the product/service
2.āÆ Beginning to build a team
3.āÆ Finding a repeatable business model
uļµāÆ Most focus on #1 and/or #2
uļµāÆ Successful eļ¬orts require all three
9
19. @NYUEntrepreneur
Business Model Canvas
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
is your business more
Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
Value Driven (focused on value creation, premium value proposition)
sample characteristics
Fixed Costs (salaries, rents, utilities)
Variable costs
Economies of scale
Economies of scope
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efļ¬cient?
How are we integrating them with customer routines?
channel phases
1. Awareness
How do we raise awareness about our companyās products and services?
2. Evaluation
How do we help customers evaluate our organizationās Value Proposition?
3. Purchase
How do we allow customers to purchase speciļ¬c products and services?
4. Delivery
How do we deliver a Value Proposition to customers?
5. After sales
How do we provide post-purchase customer support?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
Mass Market
Niche Market
Segmented
Diversiļ¬ed
Multi-sided Platform
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
examples
Personal assistance
Dedicated Personal Assistance
Self-Service
Automated Services
Communities
Co-creation
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
categories
Production
Problem Solving
Platform/Network
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
types of resources
Physical
Intellectual (brand patents, copyrights, data)
Human
Financial
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
motivations for partnerships
Optimization and economy
Reduction of risk and uncertainty
Acquisition of particular resources and activities
What value do we deliver to the customer?
Which one of our customerās problems are we helping to solve?
What bundles of products and services are we
offering to each Customer Segment?
Which customer needs are we satisfying?
characteristics
Newness
Performance
Customization
āGetting the Job Doneā
Design
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convenience/Usability
types
Asset sale
Usage fee
Subscription Fees
Lending/Renting/Leasing
Licensing
Brokerage fees
Advertising
fixed pricing
List Price
Product feature dependent
Customer segment
dependent
Volume dependent
dynamic pricing
Negotiation (bargaining)
Yield Management
Real-time-Market
29. @NYUEntrepreneur
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
is your business more
Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
Value Driven (focused on value creation, premium value proposition)
sample characteristics
Fixed Costs (salaries, rents, utilities)
Variable costs
Economies of scale
Economies of scope
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efļ¬cient?
How are we integrating them with customer routines?
channel phases
1. Awareness
How do we raise awareness about our companyās products and services?
2. Evaluation
How do we help customers evaluate our organizationās Value Proposition?
3. Purchase
How do we allow customers to purchase speciļ¬c products and services?
4. Delivery
How do we deliver a Value Proposition to customers?
5. After sales
How do we provide post-purchase customer support?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
Mass Market
Niche Market
Segmented
Diversiļ¬ed
Multi-sided Platform
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
examples
Personal assistance
Dedicated Personal Assistance
Self-Service
Automated Services
Communities
Co-creation
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
categories
Production
Problem Solving
Platform/Network
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
types of resources
Physical
Intellectual (brand patents, copyrights, data)
Human
Financial
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
motivations for partnerships
Optimization and economy
Reduction of risk and uncertainty
Acquisition of particular resources and activities
What value do we deliver to the customer?
Which one of our customerās problems are we helping to solve?
What bundles of products and services are we
offering to each Customer Segment?
Which customer needs are we satisfying?
characteristics
Newness
Performance
Customization
āGetting the Job Doneā
Design
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convenience/Usability
types
Asset sale
Usage fee
Subscription Fees
Lending/Renting/Leasing
Licensing
Brokerage fees
Advertising
fixed pricing
List Price
Product feature dependent
Customer segment
dependent
Volume dependent
dynamic pricing
Negotiation (bargaining)
Yield Management
Real-time-Market
The Business Model Canvas
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
31. @NYUEntrepreneur
Customer Development
How you search for the business model
Test assumptions
about customer
needs/problem &
develop MVPs
Seek validation
that people are
interested in
your product/
solution
Begins to build
demand &
improve
eļ¬ciency of
customer
acquisition
Drive growth
aggressively āØ
& execute
business model
36. @NYUEntrepreneur
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
is your business more
Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
Value Driven (focused on value creation, premium value proposition)
sample characteristics
Fixed Costs (salaries, rents, utilities)
Variable costs
Economies of scale
Economies of scope
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efļ¬cient?
How are we integrating them with customer routines?
channel phases
1. Awareness
How do we raise awareness about our companyās products and services?
2. Evaluation
How do we help customers evaluate our organizationās Value Proposition?
3. Purchase
How do we allow customers to purchase speciļ¬c products and services?
4. Delivery
How do we deliver a Value Proposition to customers?
5. After sales
How do we provide post-purchase customer support?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
Mass Market
Niche Market
Segmented
Diversiļ¬ed
Multi-sided Platform
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
examples
Personal assistance
Dedicated Personal Assistance
Self-Service
Automated Services
Communities
Co-creation
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
categories
Production
Problem Solving
Platform/Network
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
types of resources
Physical
Intellectual (brand patents, copyrights, data)
Human
Financial
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
motivations for partnerships
Optimization and economy
Reduction of risk and uncertainty
Acquisition of particular resources and activities
What value do we deliver to the customer?
Which one of our customerās problems are we helping to solve?
What bundles of products and services are we
offering to each Customer Segment?
Which customer needs are we satisfying?
characteristics
Newness
Performance
Customization
āGetting the Job Doneā
Design
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convenience/Usability
types
Asset sale
Usage fee
Subscription Fees
Lending/Renting/Leasing
Licensing
Brokerage fees
Advertising
fixed pricing
List Price
Product feature dependent
Customer segment
dependent
Volume dependent
dynamic pricing
Negotiation (bargaining)
Yield Management
Real-time-Market
The Business Model Canvas
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
Hypothesis
39. @NYUEntrepreneur
Customer Discovery
uļµāÆApply the scientiļ¬c method to
business model development
Modify
hypothesis
Observe
phenomena
Formulate
hypothesis
Test
hypothesis
via rigorous
experiments
Establish
theory
based on
repeated
validation of
results
PIVOT!
48. @NYUEntrepreneur
Key Questions for Value Prop
uļµāÆ Problem Statement: What is the problem?
uļµāÆ Technology / Market Insight: Why is the
problem so hard to solve?
uļµāÆ Product: How do you solve it today?
uļµāÆ Competition: Who is delivering that
solution?
uļµāÆ Utility: What level of improvement
in eļ¬cacy/safety/cost/etc. is needed?
uļµāÆ Market Size: How big is this problem?
50. @NYUEntrepreneur
Deļ¬ne Customer Archetype
uļµāÆ Who are they?
oāÆ Position / title / age / sex / role
uļµāÆ How/where do they buy?
oāÆ Discretionary budget (name of
budget and amount)
uļµāÆ What matters to them?
oāÆ What motivates them?
uļµāÆ Who inļ¬uences them?
oāÆ What do they read/who do they
listen to?
55. @NYUEntrepreneur
āMake me eļ¬cient at
my workā
FUNCTIONAL
āConvey my
professional statusā
SOCIAL
āMake me conļ¬dent
that I can get the job
doneā
EMOTIONAL
āHelp me perform like
a professionalā
JOB
ā¢āÆ ValueĆ ļ demonstrate
my ability to
recognize value
ā¢āÆ PrestigeĆ ļ show
others that I focus on
quality starting with
my equipment
ā¢āÆ Conļ¬denceĆ ļ ensure
me that I can count
on my equipment
ā¢āÆ VersatilityĆ ļ give me
the ability to work in
diļ¬erent
environments
ā¢āÆ PowerĆ ļ give me the
ability to cut through
thick/dense material
ā¢āÆ SpeedĆ ļ help me get
the project done
quickly
Innosight
Ā LLC
Ā
56. @NYUEntrepreneur
Guess the product from the job
I want to feel conļ¬dent
when having a
close conversation
I want my mouth
to feel refreshed
I want to kill the germs
that cause bad breath
I want to show that I
have the latest gadget
I want to be able to
get information easily
when on the go
I want to kill small
snippets of time
productively
I want feel āin-the-knowā
about things happening
in my social circle
I want an eļ¬cient way
to share my pictures
with all my friends and
family
I want a way to
reconnect with friends I
havenāt talked to in a
while
I want to feel like Iām
buying the best for my
family
I want to be socially
conscious
I want access to high-
quality grocery products
I want the convenience
of shopping online
I want to be able to
decide how much I will
pay for a product
I want an easy way to
sell things I no longer
need
Innosight
Ā LLC
Ā
57. @NYUEntrepreneur
Guess the product from the job
I want to feel conļ¬dent
when having a
close conversation
I want my mouth
to feel refreshed
I want to kill the germs
that cause bad breath
I want to show that I
have the latest gadget
I want to be able to
get information easily
when on the go
I want to kill small
snippets of time
productively
I want feel āin-the-knowā
about things happening
in my social circle
I want an eļ¬cient way
to share my pictures
with all my friends and
family
I want a way to
reconnect with friends I
havenāt talked to in a
while
I want to feel like Iām
buying the best for my
family
I want to be socially
conscious
I want access to high-
quality grocery products
I want the convenience
of shopping online
I want to be able to
decide how much I will
pay for a product
I want an easy way to
sell things I no longer
need
Innosight
Ā LLC
Ā
65. @NYUEntrepreneur
Who wantsā¦
uļµāÆA combined phone, internet
browsing & mail device with
oāÆNo copy & paste
oāÆNo physical keyboard
oāÆOnly 2G data speeds
oāÆNo corporate email
oāÆNo 3rd party apps
oāÆOnly works on one carrier
69. @NYUEntrepreneur
1. As a startup, you are
not capable of serving
the mainstream market
With your half-baked product,
small staļ¬ & non-existent sales
& market budget
69
70. @NYUEntrepreneur
2. There is no point in
building the features
you will need when you
have a million users
Optimize your product for the
immediate stage of growth
70
82. @NYUEntrepreneur
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
is your business more
Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
Value Driven (focused on value creation, premium value proposition)
sample characteristics
Fixed Costs (salaries, rents, utilities)
Variable costs
Economies of scale
Economies of scope
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efļ¬cient?
How are we integrating them with customer routines?
channel phases
1. Awareness
How do we raise awareness about our companyās products and services?
2. Evaluation
How do we help customers evaluate our organizationās Value Proposition?
3. Purchase
How do we allow customers to purchase speciļ¬c products and services?
4. Delivery
How do we deliver a Value Proposition to customers?
5. After sales
How do we provide post-purchase customer support?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
Mass Market
Niche Market
Segmented
Diversiļ¬ed
Multi-sided Platform
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
examples
Personal assistance
Dedicated Personal Assistance
Self-Service
Automated Services
Communities
Co-creation
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
categories
Production
Problem Solving
Platform/Network
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
types of resources
Physical
Intellectual (brand patents, copyrights, data)
Human
Financial
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
motivations for partnerships
Optimization and economy
Reduction of risk and uncertainty
Acquisition of particular resources and activities
What value do we deliver to the customer?
Which one of our customerās problems are we helping to solve?
What bundles of products and services are we
offering to each Customer Segment?
Which customer needs are we satisfying?
characteristics
Newness
Performance
Customization
āGetting the Job Doneā
Design
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convenience/Usability
types
Asset sale
Usage fee
Subscription Fees
Lending/Renting/Leasing
Licensing
Brokerage fees
Advertising
fixed pricing
List Price
Product feature dependent
Customer segment
dependent
Volume dependent
dynamic pricing
Negotiation (bargaining)
Yield Management
Real-time-Market
9 Guesses
Guess
Guess
Guess
Guess
Guess
Guess
Guess
Guess
Guess
84. @NYUEntrepreneur
Customer Development
How you search for the business model
Test assumptions
about customer
needs/problem &
develop MVPs
Seek validation
that people are
interested in
your product/
solution
Begins to build
demand &
improve
eļ¬ciency of
customer
acquisition
Drive growth
aggressively āØ
& execute
business model
85. @NYUEntrepreneur
Customer Discovery
The search for Problem-Solution Fit
Test assumptions
about customer
needs/problem &
develop MVPs
Seek validation
that people are
interested in
your product/
solution
Begins to build
demand &
improve
eļ¬ciency of
customer
acquisition
Drive growth
aggressively āØ
& execute
business model
PSF
86. @NYUEntrepreneur
Problem-Solution Fit
āCan you identify and
validate a problem or
need in the market
that enough people
care about?ā
86
āDo you have a
feasible solution
(innovation) for
meeting this
problem or need?ā
87. @NYUEntrepreneur
Customer Validation
The search for Product-Market Fit
Test assumptions
about customer
needs/problem &
develop MVPs
Seek validation
that people are
interested in
your product/
solution
Begins to build
demand &
improve
eļ¬ciency of
customer
acquisition
Drive growth
aggressively āØ
& execute
business model
PSF PMF
88. @NYUEntrepreneur
Product-Market Fit
āCan you build and
deliver a product/
service that satisļ¬es
the customer
problem or need?ā
88
āDo the product /
service features
deliver value (alleviate
pain, create gain) to
the customer?ā
89. @NYUEntrepreneur
Customer Creation
The validation of Business Model Fit
Test assumptions
about customer
needs/problem &
develop MVPs
Seek validation
that people are
interested in
your product/
solution
Begins to build
demand &
improve
eļ¬ciency of
customer
acquisition
Drive growth
aggressively āØ
& execute
business model
PSF PMF BMF
91. @NYUEntrepreneur
Company Building
The execution of Business Model Fit
Test assumptions
about customer
needs/problem &
develop MVPs
Seek validation
that people are
interested in
your product/
solution
Begins to build
demand &
improve
eļ¬ciency of
customer
acquisition
Drive growth
aggressively āØ
& execute
business model
PSF PMF BMF
93. @NYUEntrepreneur
The Business Model Canvas
Revenue Streams
Channels
Customer SegmentsValue PropositionsKey ActivitiesKey Partners
Key Resources
Cost Structure
Customer Relationships
Designed by: Date: Version:Designed for:
What are the most important costs inherent in our business model?
Which Key Resources are most expensive?
Which Key Activities are most expensive?
is your business more
Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
Value Driven (focused on value creation, premium value proposition)
sample characteristics
Fixed Costs (salaries, rents, utilities)
Variable costs
Economies of scale
Economies of scope
Through which Channels do our Customer Segments
want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which ones work best?
Which ones are most cost-efļ¬cient?
How are we integrating them with customer routines?
channel phases
1. Awareness
How do we raise awareness about our companyās products and services?
2. Evaluation
How do we help customers evaluate our organizationās Value Proposition?
3. Purchase
How do we allow customers to purchase speciļ¬c products and services?
4. Delivery
How do we deliver a Value Proposition to customers?
5. After sales
How do we provide post-purchase customer support?
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?
Who are our most important customers?
Mass Market
Niche Market
Segmented
Diversiļ¬ed
Multi-sided Platform
What type of relationship does each of our Customer
Segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
examples
Personal assistance
Dedicated Personal Assistance
Self-Service
Automated Services
Communities
Co-creation
What Key Activities do our Value Propositions require?
Our Distribution Channels?
Customer Relationships?
Revenue streams?
categories
Production
Problem Solving
Platform/Network
What Key Resources do our Value Propositions require?
Our Distribution Channels? Customer Relationships?
Revenue Streams?
types of resources
Physical
Intellectual (brand patents, copyrights, data)
Human
Financial
Who are our Key Partners?
Who are our key suppliers?
Which Key Resources are we acquiring from partners?
Which Key Activities do partners perform?
motivations for partnerships
Optimization and economy
Reduction of risk and uncertainty
Acquisition of particular resources and activities
What value do we deliver to the customer?
Which one of our customerās problems are we helping to solve?
What bundles of products and services are we
offering to each Customer Segment?
Which customer needs are we satisfying?
characteristics
Newness
Performance
Customization
āGetting the Job Doneā
Design
Brand/Status
Price
Cost Reduction
Risk Reduction
Accessibility
Convenience/Usability
types
Asset sale
Usage fee
Subscription Fees
Lending/Renting/Leasing
Licensing
Brokerage fees
Advertising
fixed pricing
List Price
Product feature dependent
Customer segment
dependent
Volume dependent
dynamic pricing
Negotiation (bargaining)
Yield Management
Real-time-Market
9 Guesses
Guess
Guess
Guess
Guess
Guess
Guess
Guess
Guess
Guess
97. @NYUEntrepreneur
Deļ¬ne Hypotheses
97
1
What must be true about for this venture to
succeed? What are the ādeal-killingā assumptions?
Hint: initially they should focus on VP and CSs
Ć¼ļ¼āÆ Recording attendance today is tedious and ineļ¬cient for
teachers
Ć¼ļ¼āÆ Teachers want two-way communication with parents, and
are dissatisļ¬ed with existing tools
Ć¼ļ¼āÆ Teachers bear the burden of tracking and reporting on
student tardiness and absenteeism
98. @NYUEntrepreneur
Design an experiment
98
2
Who should I talk with to validate/invalidate that my
ādeal-killingā assumptions are correct? Where can I
ļ¬nd these people?
WHO?
Ć¼ļ¼āÆ Teachers ā public school
Ć¼ļ¼āÆ Teachers ā private schools
Ć¼ļ¼āÆ Principals (private/public)
Ć¼ļ¼āÆ Grade school teachers
Ć¼ļ¼āÆ High school teachers
WHERE?
Ć¼ļ¼āÆ Urban schools
Ć¼ļ¼āÆ Suburban schools
Ć¼ļ¼āÆ Your kidsā teachers
Ć¼ļ¼āÆ Your teacher friends
98
99. @NYUEntrepreneur
Conduct a test
99
3
What can I ask during customer interviews to test
my assumptions?
Ć¼ļ¼āÆ How do you record attendance currently?
Ć¼ļ¼āÆ How long does it take you to record attendance? What
works well about this? What doesnāt?
Ć¼ļ¼āÆ How often do you communicate with your studentsā parents?
What is typically the reason for this communication?
Ć¼ļ¼āÆ How do you keep track of how many days a student has
been late or absent? What do you do with this information?
99
100. @NYUEntrepreneur
Extract insights4
What did you learn from your interviews that will
inform your business model?
Ć¼ļ¼āÆ Teachers currently record attendance with pencil and paper.
They do it once to turn into their administrator, and then a
second time for their own records. It doesnāt take long to do,
but itās annoying to have to do it twice.
Ć¼ļ¼āÆ The main way teachers communicate with parents is at
parent-teacher conferences, which happens for the ļ¬rst time
a couple months into the school year. When thereās a severe
problem they try to get their phone number so they can call,
which sometimes is eļ¬ective and sometimes not.
10
0
101. @NYUEntrepreneur
Extract insights4
What did you learn from your interviews that will
inform your business model?
Ć¼ļ¼āÆ Teachers would like to be able to communicate with parents
more frequently about issues they see, but theyād need
easier access to the right contact information.
Ć¼ļ¼āÆ Some teachers have access to an iPad in their classroom, but
not all. Many use their own personal smart phone for
communications with parents. We got a mixed response
when we asked teachers if theyād be comfortable giving
parents their personal cell phone number.
101
102. @NYUEntrepreneur
Key questions to ask
uļµāÆ What are your riskiest assumptions?
uļµāÆ How can you best test them?
uļµāÆ Do these tests validate or invalidate
what you thought? What needs further
discovery?
uļµāÆ What new questions arose from these
discussions?
10
2
103. @NYUEntrepreneur
Increase Likelihood of Success
uļµāÆ Get customer feedback before building &
launching your product
uļµāÆ Launch products that customers actually
want, more quickly & cheaply
uļµāÆ Secrets of success:
Ā§ļ§āÆ Experimentation over elaborate planning
Ā§ļ§āÆ Customer feedback over intuition
Ā§ļ§āÆ Iterative design over sequential design
10
3
105. @NYUEntrepreneur
TOTAL
Selecting Your Initial Target Customer Segment
How to use this guide: Identify ā§3 potential customer segments that you believe are most likely to be your early adopters/
enthusiasts, and list them across the top of each column. Identify ā§5 criteria (excluding market size) that you believe will
determine your success, and list these on the left most column of each row. Honestly rate how you believe you can serve each
segment today on a scale of 1 to 3, where 3 is best. Sum up your ratings at the bottom of each column. Put the segment with
the highest score in the Customer Segments box on your Business Model Canvas.
Segment
Criteria
107. Customer Archetype Proļ¬le
Describe the person: name, age, relevant personal infoImage
Jobs To Be Done Existing Solutions
How They Buy
Pains
Gains
Inļ¬uencers
Barriers